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Pure Fix opens European office, expands US staff

ROTTERDAM, The Netherlands (BRAIN) — California-based manufacturer Pure Fix Cycles announced this week that is has opened a corporate office in Europe. Founded just four years ago, Pure Fix and its sister brand Pure City Cycles, which it added in 2013, has grown quickly in the U.S., and will now offer its line of fixed gear and city bikes across the European continent.

"We spent a considerable amount of time researching how we could meet the growing European demand while maintaining our distinct value proposition to retailers and consumers," said Michael Fishman, Pure Fix co-founder. "At the end of the day we decided that running our own sales, marketing and distribution operation in Europe was the best way to deliver Pure Fix and Pure City to our customers in Europe and the U.K. Bottom line, it allows us to keep the quality high, the service exemplary and the pricing very competitive."

Former downhill racer Eddy Pauls manages the office in Rotterdam, which will market and distribute Pure Fix products across Europe, as well as provide retailer and consumer support. Two additional staff members will work with Pauls, who said the European market holds great potential for the brand.

"Thanks to the quick success of Pure Fix in the U.S. we've already seen lots of demand here in Europe," said Pauls.

Pure Fix also recently hired new product manager, Wayne Doran, who spent nearly a decade and a half as product manager at Haro. "Bringing Wayne on board is a sign of our further growth," said Jackson Lynch, director of brand strategy and marketing at Pure Fix. "He will be able to help us translate our vision into broader products and expand our reach."

And, in an effort to grow its retailer base, Pure Fix has also recently hired a new sales manager to strengthen its sales network. Pure Fix, which was founded in 2010 by four childhood friends in their senior year of college, sells its bikes and accessories consumer direct online and direct to retailers in the U.S. and Europe.